Michael Jason Enriquez digitally altered celebrity headshots to make the celebrites look like they are wearing chola make-up. The “cholafied” headshot circultated on a Tumblr account, which at its most popular, in 2012 and 2013, spread to over 160 countried and had half a million page views, over 20,000 Tumblr followers, 90,000 reblogs, and at least 60,000 shares on Facebook. Attending to the sensory, affective, and historical rituals hidden in the haptic register of this quotidian digital archive...insinuates and approximates one aspect of what racial seeing feels like in our contemporary moment.